borntostandout

Launched in Seoul in 2022, BORNTOSTANDOUT is a niche fragrance brand founded by Jun Lim, a former investment banker who traded finance for his passion for perfume. The brand is built on a philosophy of rebellion against social conformity, encapsulated in its slogan, “Who F***ing Cares?”. This defiant spirit is channeled into creating unique, and often provocative, fragrances with names like 'Dirty Rice', 'Indecent Cherry', and 'Fig Porn'. The brand collaborates with world-renowned perfumers such as Olivier Cresp, Nathalie Lorson, and Quentin Bisch, giving them complete creative freedom to develop bold and decadent scents.

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